Some people often forget To take their coffee break
THE LANGUAGE OF PERSUASION
They get tired, sleepy, depressed
Life can't run smoothly Without a coffee break
I think it's about time To take a coffee break
There's nothing better in this world Than a coffee break
It breaks the ice in any situation...
Without even noticing, you are being dominated.
May this summer bring us plenty of sun, plenty of beach time,
plenty of love, plenty of joy and plenty of mineral water.
To enjoy all of this...
A voice that's always with you
tells you what to do to please men,
to conquer the woman of your dreams,
to make your money grow and show.
It says you must be up to date,
ready for summer,
successful, in the know.
It says that you'll wear a maxi skirt and be super.
A comfortable, sumptuous, smooth domination takes hold of you.
A system of information that does not explain or demonstrate,
leaves no room for alternatives.
Mass communication,
a language that says at every instant
what you should do from morning to night.
“Buy, drink, smoke,
lose weight, read, look,
walk, stop.”
At every moment, a poster or a shop window
asks you to look and obey.
TV, radio, movies, newspapers, fashion,
all have been transformed into a vehicle for this comfortable domination,
even when you're having fun.
Don't give me any of your false sympathy. It just makes me mad.
The example of the hero, always good and obedient, as you should be,
shows the solution to your problems.
Sex, religion, lack of money
and sentimentalism make you more docile.
Doctor, what's wrong with my leg?
I want to move it, but I can't.
Okay, let's wait then.
From the TV screen, the cliché enters your home.
Without realizing it, you enter into the stereotyped world of the characters,
the enchanted realm of consumers.
Heavens! Second class? What are you talking about?
Pardon me, I'm talking about Omo!
The idea of purity associated with religion
is used to sell washing detergent.
Well, Sister, using Omo?
Now what do you think of the other brands?
Continental, favorite of the nation
Memory is defenseless against rhyming slogans transformed into music.
Any statement associated with pleasant memories rings true.
Favorite of the nation
Continental
A CIGARETTE OF INTERNATIONAL APPEAL
Sex, violence, urgent problems of today's society.
Advertising agencies manufacture appeal that can't be turned down.
The product is tied to themes that are guaranteed to catch your attention.
Zum, zum, zum My money will grow
Zum, zum, zum And it will show
Artificial needs become real.
Superfluous things, essential.
The media sums up the world that you need to know about.
You must have a pretty woman, the latest model of automobile,
the newest trends in fashion,
a whole catalog of household appliances
to show that you enjoy the privilege of belonging to this world.
Facts & Photos The best information
GOOD AIR - SPRAY
VITAMINS
UNLEASH THE FORCES OF NATURE
The music, the moon,
this beer makes people very romantic.
There's always someone in love when Skol is nearby.
SUCCESS
WONDERFUL!
DON'T SPEED, DADDY!
You're transported into another dimension.
You fly, run, jump!
There's a fierce tiger in your car,
a special brightness in your clothes
a rendezvous with the woman of your dreams at every newsstand.
You live in the best of all possible worlds.
In the huge supermarket that is the city,
among the diversity of similar choices,
the product must be identified, singled out by a special design,
by the color of its packaging, by its unmistakable image.
Aluisio Magalhães, industrial designer, explains.
There are many products in the stores today.
It's possible that the consumer,
faced with such a large quantity and diversity of products,
finds it difficult to choose.
It's also possible that the nature of the product itself and its appearance
influences this choice,
the selection of one product over another.
We were contacted by the linen company Capibaribe.
Our challenge was to design a packaging system
that would help to identify the three product lines
that the manufacturer offers consumers.
The brand name Capibaribe itself
was used as the fulcrum for this classification.
Therefore, “Capi” became the name
of the most economical product.
“Capiba” was used for the mid-range product,
and “Capibaribe” for the highest quality product.
The same principle is applied to the entire image of the company,
identifying and creating what truly constitutes a corporate image.
As an example, we can look at the brochure
showing the products produced by the manufacturer,
or even examples like the shipping packaging,
or these publicity trinkets and giveaways.
All of them bear the same kind of identification,
the same form of showcasing,
singling out and making clear the identity of the product.
The modern world needs schools
to train the designers of its new image.
In specialized schools,
professionals in window display, posters and store decoration are being trained.
The schools which train professionals in visual communication
are educating the technicians of this new persuasive and efficient language.
They're educating those responsible for the commercial success of a new product
or the mass acceptance of a new trend.
Where could you be On this empty afternoon
So clear and endless?
While the sea crashes down In blue on Ipanema
In what bar or movie theater Are you forgetting me?
While the sea crashes down In blue on Ipanema
In what bar or movie theater Are you forgetting?
The Language of Persuasion was restored from the original sound negatives.
The sound negative, however, showed early signs of crystalization.
The original film sync was retained.
Digital 2K restoration was completed in São Paulo in June of 2004.